Dubai: Brewing a cup of coffee can never get any better than this. Set out those avant-garde coffee machines, pull out the delectable (check out the colours) capsules and if still in need of a shot of inspiration, check out those many George Clooney commercials.
The Nestle Nespresso sure sets the benchmark for user cool. And the brand intends to keep it just that way, with the CEO letting it be known quite clearly that a ‘brand extension’ — to grow its appeal within a wider audience — is not his favourite brew.
“We believe our Nespresso offering is what our consumers expect from us and we are committed to offer them — and surprise them — with new experiences on coffee, machine and services,” said Jean-Marc Duvoisin, who was in Dubai earlier in the week. “Nespresso has grown into the most recognised brands in the world of coffee — through our passion, authenticity and service.”
On whether some pricing tweaks (with either the coffee machine or the capsules) wouldn’t help reach out to a new user base, Duvoisin said: “I think we are an accessible brand ... an affordable treat for most incomes.
“Whether you choose to drink Nespresso regularly at home or out, occasionally, in a local cafe.
“But this does not mean we are also not premium — people choose to buy Nespresso because of the attention we put into the quality of the coffee, the technology and design of our machines and service we offer to those purchasing from us — whether online or in our boutiques.
“Those are things we would never compromise on, as they are what make us the leader. And this is what the lovers of a Nespresso brand expect.”
Dubai and Abu Dhabi currently offer just about every type of coffee flavour and, just as important, the experience that comes along with it, whether it is in-store or outside.
Nespresso boutiques occupy prime space at Mall of the Emirates, Dubai Mall, Mirdif City Centre and Abu Dhabi Mall. “We don’t franchise any boutique — We consider that to offer the best service and experience we have to manage them ourselves,” said the CEO.
On a yearly basis, the brand opens an average of 20 boutiques, the latest being the Milano flagship.
“There are markets where we are focusing our efforts on engaging new customers and the UAE — and generally the Middle East — are important areas for us. It is quite a new region for Nespresso and we are keen to really get consumers trying our products.
“We have invested in new boutiques here — our Dubai Mall branch is one of our flagship global boutiques. The B2B side in Dubai and wider UAE also has great potential with tourism.
“We definitely think it’s important to grow our network of boutiques as it gives consumers physical access to the Nespresso experience. Growth is good here in the region and both levels are important to us. That means more consumers experience Nespresso at their homes. It also means those consumers also need somewhere to go in their leisure time — so the outlet and business side of Nespresso benefits too.”
